Out-of-home advertising aims to be where the most eyeballs are. But that's often not quite enough these days and, increasingly, outdoor media owners and agencies are getting creative in an effort to get cut-through and consumer engagement, as evidenced by Barnes, Catmur & Friends' recent 'Fiji Me, Please' Adshel campaign.
The idea was simple enough: get Kiwis to send in a picture of themselves in front of a rather tropical looking Adshel poster. And Paul Catmur says there were 330 entries.
There were plenty of boring mugshots entered, but, as the pics below attest, quite a few big creative efforts were made by some in the hope they'd get out of the New Zealand winter and win a free trip to a Polynesian paradise, including that of the winning couple with their lightshade snowman.
While the industry focus is often placed on flashy bits happening on the surface, Contact Energy chief customer officer Vena Crawley says it's often the hard graft beneath the surface that makes the difference.